Speaker 1: (00:02)
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Speaker 2: Wait, who? Who are you?
Speaker 2: I’m your host. Sam Taggart, creator of the DDD experts in Ddd con. Is there a place we can sit down? We’ll come on him. Register today for D2DCon, learn from over 40 amazing speakers including the real wolf of Wall Street Jordan Belfort. Come as a team. Learn as a team. Leave as a tribe.
Speaker 2: (00:48)
What is up people? I am Sam Taggart with the D2D podcast and I actually have a really interesting one for you guys today. I’m with Greg Elsberry and he is with Cole information, one of our primary platinum sponsors at D2D con and they are incredible when it comes to supplying us data.
It’s the data behind the doors. Its customer’s phone numbers, customers, emails, their political parties and how long they’ve lived there. Things like that that help you go to a door with a lot more strategy.
And we’ve got Greg who who really is over all of the residential aspect and works with insurance companies to real estate agents and a ton of door to door companies. This is because they’ve really found lived the ones that really maximize this data will go make more money. It’s a lot not picking low hanging fruit, being strategic about attacking a neighborhood, like picking up all the loose ends and the follow-up.
Speaker 2: (01:44)
There’s so much valuable things that we can do at this and today in this podcast when her welcome at our very special guest, Greg, and we’re going to dive into all the theories and why and why they are such an amazing asset in, in our, in our industry. So welcome to the show Greg. Thanks Sam. I, I might just hire you. That was beautiful. I love that. Thanks man. We’ll go out and your mind to be here. No, no. And
I’m very passionate about this topic we’re going to jam into because after consulting, like price 50 Kokanee’s this last year, I’ve just watched the inefficiencies and I, if I could rewind and be back in my VP position with a hundred reps or whatever, it would’ve been like, oh guys, we’re, we’re, we’re, we’re spinning our wheels and, and, and not really chapter realizing, you know, because I come from the knock another door, knock another door, knock another door.
Speaker 2: (02:33)
Right? And I’m not going to say get away from that. I’m going to say have the right tools, resources and team and strategy around all the hard work that you’re putting in. And I think companies, it’s like throw them out there and pick up where we can get and move on. And after doing what I’m doing now, I’ve approached it much differently. So I have a lot of passion. So it’s not much, I’m, I’m not trying to sell anybody on this have no, there’s no fight in the game for me. But I do, if you’re listening to this, you probably should wake up and keep listening because this is going to be really interesting. So tell us, tell us a little bit about call and your relationship there, maybe how you have your story and Fela said,
Speaker 3: (03:18)
Yeah, yeah. So, so cold it felt has been around for 70 plus years. Right? And it was interesting, um, as you kind of rolled out and needed econ last year, we kind of decided, you know, how do we fit into this model? Because we certainly don’t want to take a way from knock another door, knock another door, right?
That’s what got us here. We need to continue to ride that train. We need to focus on getting better every day. But, but, but our thoughts are how do we, how do we add things to that train that make it, um, a little bit faster, a little bit more robust, right? What do we do in pre and post, uh, knocking? So, you know, that kind of mentality has stuck and it trustingly itself. We used to have this thing called, um, uh, kind of a reference book, right? So we’ve actually been in kind of the door to door world for a very long time. Um, where, you know, we had this book that we published 60, 70 years ago. People could look at it, um, and, and walk up and down the street and know who lived where. Right? So it was kind of a powerful phone book. Um, and then what was cool was we had some veterans of the game
Speaker 4: (04:22)
Speaker 3: (04:23)
In edge steer that came up to us and said, hey, you guys are the ones that did the book 30 years ago. So it was kind of cool. Yeah, yeah. Right. And I wish I would have brought one because it was kind of paying homage to that old school mentality and who we used to be back then. Um, which is why we kind of jumped in kind of full force with you guys and just kind of supporting the DDD effort, um, and just kind of run with you guys. So, um, you know, from the standpoint of who coal is, you know, we’re, we’re hyper local, we like to be in that neighborhood world. And really what it’s all about is connecting our customers with their customers, right? And in, in a multichannel kind of way. So whether they’re knocking, whether they’re on the phone, whether they’re on Facebook or email, text, whatever it is, we want to give them the intelligence to go do that. So really that’s kind of our message.
Speaker 4: (05:13)
Speaker 3: (05:14)
That’s our links where we coach every day.
Speaker 2: (05:16)
That’s awesome. So you, you don’t just get name and name and address because I think a lot of the apps and a lot of things out there are like, well yeah, I know that I’m buying the little data of name, address so I can kind of know who I’m talking to. What kind of data are we talking about? Like the you guys provide.
Speaker 3: (05:34)
Right, right. So it, yeah, it kind of expands behind that. And what I’ll say is that, you know of are, you know, 30,000 customers that log into our products every day. You know, the May, one of the main reasons they use us is because we have contact information. So giving them the ability to call somebody a land line, their cell phone and their email. It was really kind of at the core of why people come to us.
Um, the intelligence side of things is really kind of where we’ve advanced who we were a little bit. So instead of saying, here’s how you get in touch with people, here’s how you get in touch with the right people, right?
So knowing someone’s credit score indicator, knowing their income, knowing what their home value is, do they own their home, the cars they drive with Vin make model, you know, maybe people with an Acura or have a higher propensity to buy your product. Um, or you know, exact age. You know, we have, um, language and ethnicity things. So there’s three, there’s 300 plus data elements that can really kind of take a funnel approach of saying, Hey, let’s not, let’s not focus on a thousand people. Let’s focus on maybe 500 of the right people. So it’s that mix of saying, hey, we can get you in touch with people and we can get you in touch with the right people.
Speaker 2: (06:43)
How many, how many, how many customers, how many names do you guys have? I mean like when you’re say, oh we have data. Like do you have like millions upon millions? Like is this like everybody in America type thing?
Speaker 3: (06:56)
Yeah, we’re talking like 300 million plus it’s a pretty, it’s, and honestly when I started working here, I’m like, how the heck do they know? Everything have kind of creepy. It’s kind of creepy. Right? And it’s a big database and it truly, that’s who we are. The data’s updated every 30 days. I mean there’s a lot that goes behind the scenes. We’re not just slinging lists here. Right? There’s a, there’s a method to the madness and accuracy is a big part of that, right? Because if we tie a phone number to your address, we’ve got to accurately say that that Sam’s phone number right? Two months ago. Yup. Yup. And then that’s too bad.
Speaker 2: (07:36)
But it’s like, it’s, there’s probably a lot of data suppliers out there, but it’s those that are intense like that are accurately trying to find out where the little holes are.
Speaker 3: (07:46)
You know, I think you guys have done really well, 30 days, that 30 day refresh rate. Um, a lot of times we see quarterly, so just no one you’re hitting, hitting fresh data is nice. So
Speaker 2: (07:58)
That’s awesome. So now it’s all about, okay, you’re going to sell me all these names, 300 million names I just bought, I needed a room full of file cabinets to, that’s the, that’s like an entire warehouse. Yeah, the good thing, it’s all digital now. So, so now it’s plugging that data into a CRM and email campaign. You know, I started a company called the Nela, which is a text campaign to where you can take these cell phone numbers now via text. You can do a campaign or you can do a email drip or you could do a lookalike audience. I guess what I mean I’m just spit balling, but I mean I like marketing quite a bit. But tell me kind of like best strategies that you’ve watched. Some of these all star companies be like, holy cow, this is turned our company around.
Speaker 3: (08:49)
Right, right. And honestly, you just named a few right off the top of your head that I think a lot of people use, right? So, you know, let’s take a step back. It’s really kind of just this mentality of, of that multichannel approach, right? So, you know, we kind of talk about five will and, and, and to go through them relatively quickly and then maybe dive in Male. Um, honestly, mail, snail mail is making a comeback because people will actually, our Internet, now I’m not saying go throw your story or your 2019 budget on mailers, but there’s something to be said about saying how many touch points are we getting people? Because when I go get my mail, I’m actually looking through it. Sometimes when I go through my email, I’m kinda just clicking and deleting, right? So, so it’s, it’s uh, it’s this mixed approach.
Speaker 3: (09:33)
No, the second would be outbound calling, right? So the fact that you’ve got land lines and cell phones to be able to proactively reach out to folks, right? So instead of proactively knocking on somebody’s door, we’re proactively calling somebody’s phone, right? So the, the pitch stays the same, the mentalities the same. And, and frankly just like it is kind of hard for some people that go up to that doorstep and knock that door. It’s also hard for some people to actually pick up that phone and make that call. Right. So they’re very similar. They’re very similar. Um, the third is going to be email, obviously using that to kind of nurture that campaign before we talk about ringless voicemail, which is something that’s kind of relatively new, but it allows you to take a, a group, let’s just say it’s a neighborhood. It’s your neighborhood.
Speaker 3: (10:19)
Um, most 1500 people maybe. Um, and we’re going to take that, we’re going to record a very kind of informal, personal message. You know, hey, this is Sam. You know, I’m, I work with a lot of your neighbors. I’m actually going to be in the area next Thursday. I just want to let you know, here’s a sale we’re running, whatever it might be. But when you click go, that voicemail is instantly in that person’s phone. So it’s a pretty high open rate. You know, we talked about text messages earlier before we started you, it was a pretty high open rate. So if you can get 10% of those people to engage with that message and then maybe get 10 to 15 calls right away, you’ve already opened the door before you’ve parked your car and got out of it.
Speaker 2: (10:58)
So you’ve already got a couple of customers potentially,
Speaker 3: (11:02)
Right? So, so that’s a, that’s another win there. And then, and then fifth frankly is what people are really, really interested about it taking a targeted kind of custom list. Let’s just say that 1500 people that we just talked about and you can actually take the names, the cell phones and the emails and upload that into Facebook. And it’s now a custom audience. Okay. So instead of saying, Hey, I want to target the Omaha area within this age range, and there’s, there’s minimal filters that that changes, you know, every now and then you can actually say, hey, I want to target this 1500 people directly and guest.
Speaker 2: (11:38)
We’re going to have ads, right? A marketing guy the other day. And they go after like $30,000 clients and they use this whole targeting and they’re like, we may have five emails and we spend a lot of money on those direct targeting emails. And I was like, really? You put in five emails and they run a ads to those five people over? And those are those five people? No, because they know those are worth if one of them by it’s worth 30,000 and they’re like, yeah, we’ve had, uh, you know, they showed me their numbers and I was like, wow, that’s crazy. You know what, I never even thought of how like, you know, most of the time you build an audience of like a couple thousand or 10,000, you know what I mean? There’s power in just like, here’s a hundred emails of the hundred people and about to go knock to today. What have we just smashed them today? You know where they live, they’re on their phones.
Speaker 3: (12:36)
Yeah. And we talked about that. Right. You know, people are on their phones more than they’re at home. So, you know, the likelihood of me getting hit both times and having a higher interest to talk to you, it goes way up. So again to, to that kind of Facebook thought of, of saying, hey, let’s hit them with kind of an emotional kind of connection, right? So if I’m on Facebook and somebody did this, let’s just say for pest control, right in the spring and, and I’m scrolling through and it says, Hey, you know, your neighbors and Aspen creek or saving money on their pest control, right? What happened there? I, I heard my neighborhood name right? Or I saw my neighborhood name. Uh, it referenced my neighbors. So there was something my neighbors were doing that I potentially wasn’t okay, you’re hitting a couple of courts there. So it’s not just casting this wide net and saying, hey, gosh, I hope, I hope we catch some stuff today. Um, it’s, it’s being intelligent and saying, you know, how do we get the targeted audience out there and how do we get at a targeted kind of a negative message? Right? So there’s beauty there.
Speaker 2: (13:42)
Yeah, he had like a high school football game going on Friday night and you know, these people, I’ll go to the high school and this area and you’re like, hey, we’re doing a special giveaway at the football game tonight. And everybody’s getting that on their Facebook. And they’re like, yeah,
Speaker 3: (13:56)
Yup, Yup. And Sam, would it be that seed? That’s where, that’s where one thing we like to do is say, hey, you know, we’re going to supply you with the intelligence in a way to get in touch. But the real beauty comes from when our customers get our data and leverage their expire kind of experience and strategy and, and expertise to say, what can we do with this? Right? Because that’s where the magic kind of happens. So, and it’s not about putting all your eggs in one basket, right? I mean, our approach is saying, you know, how do we have a team effort? Right? So think of a basketball team, right? Maybe the Pistons from back in the day, I love Ben Wallace because he was just a man with that Bro, right? And then you had Chauncey and everybody else, right? But the beauty of it was they all, you know, they had, they all had their role and what made them successful was they all had their role.
Speaker 3: (14:48)
They knew what they needed to do together, right? So how do we equate that to kind of an Omni channel approach, right? If, if we’re only good at rebounding, we can’t score, right? So how do we implement those things on top that are going to help us to be a successful, successful team? Right? And again, if we’re killing it door to door and we don’t want to stop that, you know, that’s, that’s our, that’s our, our linchpin. That’s what got us here. But how do we, how do we say, hey, maybe we add some, some outbound calling before a rep goes into the neighborhood and maybe we get five more points off that neighborhood, right? Or whatever it might be. And Real Lee, it’s prebuilt mostly because, you know, if you leave 50 houses in the neighborhood, how much opportunity is still iron there, right? I mean you have reps that hit every house religiously and then you have reps that maybe just go in and they’re onto the next one.
Speaker 2: (15:39)
Well, a lot of times, a lot of times those reps are really warming up the neighborhood and they’re waiting for somebody to rebound and follow up and say, you have to be a face to do it. And may just be like, yeah, we had thought about it, but they’re never going to pick up the phone and just naturally call that stranger than they had been pitched by. And they’re like a site out of mind. All of a sudden they get touched two weeks later and they’re like, Oh yeah, we’ve been meaning to call him back.
Speaker 3: (16:06)
I actually need weed control. Right? I actually needed to pass control, but I was giving my kids a bath when you knock on my ring and you never came back. I didn’t know who you’re with. Right. So, so that’s really what the thought is. It’s not getting away from what got us here. Right. But it’s also saying, what can we do pre and post to be more effective when we’re there but more effective when we’re not there. Make that, make that knock last for six months.
Speaker 2: (16:35)
Right. And because you’re doing those, those touch points afterwards. And that’s why literally I built vanilla. I mean not to like, no, but I mean it’s, I was watching, I’m like, man, if I would’ve had a tool like this where I can literally click a button, if they’re like, I’m in contract, you know, for another six months, I’m never, I had never taught call him back. Like I would totally out of sight, out of mind, I forgot. But I was like, if I can send that person down at campaign, then in six months they get a text message. It’s like, Hey, now you got a contract man, you down to set up a time. If they say yes, it replies this. If they said, no, it applies this and it’s an AI automated follow up and Presale and retent retention and you know, I these two couplings so well together because it’s like God, all the data now I don’t even have to dock. It’s like sending these people down this campaign. Then I go to follow up and down with your data. You have to ask them for their phone numbers. Like, I already know your freaking shoe size. I know your, I know your favorite color. You know what I mean?
Speaker 3: (17:39)
Yeah. It’s pretty crazy stuff. Crazy data that you did. Yeah. So, yeah, and the other thing too, which vanilla seems fantastic. I’m excited to kind of have some of those discussions about how we can integrate, you know, um, the other thought is saying, hey, you know, I’m, I’m selling solar and I have this big, big house that faces south, right? Whatever your, whatever it is. Like, you know that, that’s like a golden goose for this. Imagine in your APP, if they weren’t home and you’ve knocked a handful of times, right? And you’re like, ah, I wouldn’t keep me up at night. I’m going to come back to this neighborhood until their home. Well, what if in your you’re door knocking APP, right? Um, you were able to actually hit call and call their cell phone, um, and have another way to get in touch with them because you’ve been knocked four or five times.
Speaker 2: (18:33)
That’s a really good opportunity for you. The three neighbors, he’s never alone. No one else probably that’s knocking solar can ever get ahold of them.
Speaker 3: (18:44)
Perfect for me. How else can I get in touch with them?
Speaker 2: (18:48)
Speaker 3: (18:50)
So, so in that aspect, it’s not pre and Post Sam, would it? Yeah, it’s not pre imposed. It’s actually when you’re in the field, maybe you’re in your car and you hit call, that phone number is in the APP and you hit call and you say, Hey Joe, I finally get ahold of you. And, and your pitch from there. Right. So there’s, there’s, there’s tons of opportunities
Speaker 2: (19:09)
where the door to door community, we’re not the inside sales community. Come on Greg. You’re, you’re asking now. I mean, come on. Right, right, right. Exactly. Well that’s just crazy. How Nice. That’d be just hit call. Hey Man, I’m at your house. I’ve been trying to get ahold of you. Your neighbor of Tammy next door was like, he’s a hard one to get all the, all of a sudden it’s like, wait, what? Who is this?
Speaker 3: (19:34)
Yeah, exactly. Right. And now you’ve, now you’ve got a relationship. You’ve made a connection actually versus four weeks of nobody home. Now you’re actually in contact with them. So the pitch goes from there and you do what you, what you do best frankly. So it’s just a different channel at that point. You’re just on the phone. So, and truthfully, what we’ve been seeing is, you know, it’s not necessarily the rep, it’s the sales manager, the VP, it’s the owner that’s saying, hey, you know, we’ve got this really awesome team of reps that just kill it. But how can we support them? How do we give them data pre and post? How do we give them more data at the door? How do we give them more tools to be more intelligent? Um, and instead of casting a wide net, we actually go, we go lobster, we go spear fishing. Right. So, so that’s, that’s, that’s pretty awesome.
Speaker 2: (20:24)
Okay. So let me ask you this, cause now you’ve got to go. But if somebody were like, say, hey, how do I, how do I get in touch with Greg? How did, how did they find you? How do they get in touch with you?
Speaker 3: (20:34)
Yeah, so you know, we can put, I mean I’ll, I’ll give my email out, give my cell, whatever, you can contact me directly. A lot of the resources that are going to be on, on Cole information.com. I mean, it’s, it’s really, there’s a ton of insight of to how to use the data. I mean, we got API Apis, we’ve got stuff that, that, that I don’t even know about frankly. You know, so there’s so much to do with the data. Um, Cole, information.com has a wealth. You can put your name number in there. Say you came from B to d, we’ll get you a discount. We got some of those things set up. Um, so yeah, that, that’d probably be the best, but if you would want to contact me, look me up on Facebook should be at the end. Um, love to have a conversation about it.
Speaker 2: (21:14)
Yeah. I’m, I’m excited for your workshop at did Econ, I mean, yeah, it’s this on steroids. I mean, this is this kind of a teaser because I think a lot of deep, if you listen to this and you’re sitting there going, oh my gosh, I’m an idiot, I’m not for six years, how many people I talked to one of you by never talked to her because they were at home. How many people did I never follow up with? How many people, what is actually opened the door? Had they been a little bit more familiar and versus done? The random dude, they’re like, oh yeah, yeah, we’ve seen you, you know, oh, we got the tax, we got the email, we got the mailer. You know what I mean? Like we, like you send a pre male mail Snell, and you’d like, you know him and then right here you probably got this thing in the mail, right?
Speaker 2: (21:54)
Yeah, yeah, yeah. Okay, cool. That’s why we’re here. We’re basically following up on that Momo. But you know what I mean, like so many cool strategies and I, I think it’d be fun to dive into some of those that did econ and I think I watched companies, it’s like, they’re like too cheap to buy this kind of stuff sometimes too. And I’m like, here’s the issue. Like it’s, it’s the owners that are willing to buy the tools, get to things. Hello, hello. Can I supply the good resources and then use it? You know, it’s one thing. Then another thing is to say, let’s go implement some of these strategies that we’re talking about. I did, that’s a recruiting tool. That’s a selling feature. That’s a, you know, it’s just saying like, look like our company, invest in our people because we want to be, we want to call you and be like, Hey, by the way, one of the people in your neighborhood that you’re knocking right now, just hit us back on the email or the text. Go over that as two streets away from where you’re at right now. Uh, uh, okay. Sweet, sweet, sweet. Let’s go. Let’s go get my face kicked in so much today. Like I’m all that. I’ve seen it. I’ve seen it happen firsthand. That’s why I’m like, this is so cool.
Speaker 3: (23:06)
Yeah, no. And, and from a d to d con perspective, man, hats off to you and the team. I mean, it’s something we’re excited and honored to be kind of supporting. And yet, I mean, last year was so cool that to kind of see everyone in that room and, uh, and, and I’m excited for, for what, a couple of weeks from now to be able to go do it again on a, on a bigger scale. So we’re, we’re stoked on it.
Speaker 2: (23:25)
Love it. Okay. Greg, you’re the man, dude. Thank you so much for your time. And, uh, we’ll see in a couple of weeks. Awesome. Thanks Sam. It was, yes.